VW Names New Light Pickup Amarok: Inuit for Wolf
Canadian Auto Press
Do you want an Amarok? Well, even if you somehow knew what that was you’re not going to be able to get one unless you live outside of North America.
VW Amarok
Yes, the Amarok is Volkswagen’s new light-duty pickup truck, and despite a good opportunity to go up against the likes of Ford’s popular Sport Trac and Honda’s highly successful Ridgeline it’s only going to be sold in South America, where it launch first, early next year, Central America, next spring, and then Russia, Europe, Africa and Australia.
You’d never know by the prototype’s name, which was simply dubbed “Concept Pickup”, that VW would conjure up something so unorthodox, but it does follow a cast of rather unique nameplates such as Touareg, Tiguan and Routan. The Amarok is at least easier to say and spell than Touareg, and the name conjures up images of running amok in the mud (at least to those who speak English), which is a good thing for a pickup truck.
“This name fits the characteristics of our pickup perfectly, which will set new standards in its class,” commented Stephan Schaller, CEO of Volkswagen Commercial Vehicles. “We took great care selecting this name, which can be used globally and is meant to invoke positive associations in all relevant international markets. The Amarok is a powerful and robust vehicle with great stamina – just like the wolf,” he added.
Just in case you were wondering, Amarok means “wolf” in Inuit, so in the same fashion that Volkswagen’s earlier cars followed a windswept theme, such as Scirocco and Corrado, the company embraces an indigenous theme now; the Touareg is named after a nomadic Saharan tribe. Then again, “he loves stones”, the rough translation for Amarok in most South American jurisdictions, might not go over quite as well.
So is it a wolf in sheep’s clothing? Well, the designers certainly wouldn’t want people to think its styling is timid in any way, and from our view it looks assertive without too much bravado, in keeping with VW’s semi-sophisticated albeit fun-loving brand image. There’s little else we know about the truck, however, other than it will be a four-door pickup truck with four-wheel drive, for starters, with a regular cab to follow, that it was “developed by scratch”, according to a press release, and that it will be “powered by Volkswagen’s powerful yet efficient, next generation common rail turbo diesel engines which will achieve class leading fuel consumption and emissions…” continued the release.
The truck you’re looking at was shown in Sao Paulo at South America’s largest auto show back in November of last year, but it was shown earlier at Hanover’s IAA Commercial Vehicles Show in September. The production model will be built in Argentina.
If this is something you’d buy, and we’re guessing Canadians, which already have an affinity for Volkswagens in general and VW diesels in particular, would buy into the Amarok (after all, it’s name is First Nations Canadian), then you should voice your opinion in this publication as well as to your local VW dealer. VW Canada often opts for vehicles that suit our market and not the US, such as the City Golf and City Jetta models, so there’s a chance enough execs are sitting on the fence with respect to the Amarok that a few plugs from fans will tip the scales.
